digital and agencies
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digital and agencies
contents
Contrasting visions of our landscape
What agencies do
New job functions and specialisms
Scary data stuff
The post PC era
A lucky last: Social Media (if we’ve got time)
the horizontal view
TV Radio Print Outdoor Digital(inc. Search)
Mobile
TV Radio Print Outdoor Digital(inc. Search)
the vertical view
DigitalMarcomms
Design& Build
Technology
Mobile
DigitalMarcomms
Design& Build
Technology
TV Radio Print Outdoor Digital(inc. Search)
current IPA service provision & membership
DigitalMarcomms
Design& Build
Technology
Mobile
DigitalMarcomms
Design& Build
Technology
‘we all do digital (creative) now’
TV Radio Print Outdoor Digital(inc. Search)
Mobile
>>
+
TV Radio Print Outdoor Digital(inc. Search)
full service digitalbecause all media will be digital
DigitalMarcomms
Design& Build
Technology
Mobile
DigitalMarcomms
Design& Build
Technology
+
+
what kind of work?
interactive and spreadable
but more than just online marcomms
design & build and technology
Ecommerce – Transactional etail, to consumer or business markets
Managed services – Including hosting and applications management
SEO – Search optimisation of natural results
Software resales – development of software as a standalone product
Technical – Back-end technical development and infrastructure
User Experience – usability and accessibility
Source: NMA Top 100 Interactive Agencies
holistic brand / business manifestations
magic & logic personified
User Experience / Information
Architecture / Experience
Architecture / User Engagement
Journey
magic and logic personified
Project management as the beating heart of digital
LBi’s view
a whole set of new roles
Search Engine Optimisation
the process of improving the visibility of a web site or a web page in search engines via "natural" or un-paid ("organic" or "algorithmic") search
and even more specialisms
Conversion Rate Optimisation
and even more specialisms
Attribution Modelling
and even more specialisms
Attribution Modelling
the evolution of ‘performance display’
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the evolution of ‘performance display’
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one media manager by TBG Digital
it’s getting very, very complicated
display advertising technology landscape
it’s all about cookies
27
it’s all about cookies
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Online Behavioural Targeting
a.k.a.
Interest Based
Advertising
it’s all about cookies
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Retargeting
OK, let’s go big picture again...
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Google goes post pc
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“What we call 'display' today will just be 'advertising' - a single platform that can coordinate an advertiser's campaign across streaming audio ads in car stereos, interactive mobile experiences on smartphones, and HD video ads on set-top boxes“
Jonathan Bellack, Director of product management
post digital brands: uniqlo lucky counter
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social media in one slide
Activation
Reputation
Customer service
NPD
Summary & Conclusions